Hyundai looks to push product and customer experience upmarket

The Hyundai Genesis proved to be a capable handler on the Driver Development
Track at Canadian Tire Motorsport Park.

Russell Purcell, Driving

Hyundai's annual Fun Day gives an excellent opportunity to sample the automaker's lineup and brush up on its future plans

by
Russell Purcell | September 10, 2014

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Bowmanville, ON. — Hyundai Canada chose Canadian Tire Motorsport Park to hold its annual Hyundai Fun Day event so that the journalists in attendance would be free to explore the handling and performance capabilities of most of the company’s product line.

While it was fun to lap the track in the competent Hyundai Genesis Coupe, tackle an autocross course in a Veloster Turbo and experience the impressive off-road capabilities of both the Tucson and Santa Fe, the event also gave executives the opportunity to brief the media about the Korean company’s future plans for their automotive property and what that means for the Canadian automotive marketplace.

The big news for 2015 is the launch of the totally redesigned Genesis and Sonata sedans. Both of these stellar automobiles feature the latest in safety and technological equipment as well as new styling (based on Hyundai’s signature “Fluidic Sculpture 2.0” design language) and more efficient powertrains. Both cars have been designed to showcase Hyundai’s technological abilities and obvious build quality.

The 2015 Hyundai Genesis.

The second-generation 2015 Genesis is the company’s foray into the premium category, and it has been very well packaged to hold its own among this very crowded segment. Where it will score the most points however, is with your accountant, as the Genesis starts at a seemingly miniscule (at least for this segment) $43,000.

The entry Genesis features a 3.8-litre double-overhead cam V6 engine mated to an eight speed automatic gearbox with paddle shifters. This engine produces 311 horsepower and 293 foot-pounds of torque. Power delivery is impressive, and the big all-wheel-drive sedan felt both nimble and quick.

A full complement of power and safety accessories are on board as befitting a car in this category, but the entry model also receives HTRAC active all-wheel-drive, a full leather interior, real wood accents, self-levelling HID headlamps, LED daytime running lights, LED tail lights, navigation and a rear camera system. That is quite the impressive list!

The top-of-the-line Genesis features a 5.0-litre V8 engine under its long hood good for 420 horsepower and 383 foot-pounds of torque. This car accelerates with authority, and the level of equipment and luxury appointments on this model will embarrass that of many six figure automobiles. A loaded V8 Genesis can be yours starting at $62,000.

The 2015 Hyundai Sonata.

The popular Sonata has been totally revised as well, with the goal of giving this family-friendly sedan some more content and a higher level of comfort and convenience. During my time behind the wheel, I found the Sonata to be a solid, well mannered highway cruiser with a serene cabin and levels of performance and handling that I would not typically expect from a car with a four-cylinder engine.

There are two engines used in the Sonata lineup and both are mated to a six-speed automatic transmission with manual shifting capabilities. Entry models feature a 2.4-litre inline four cylinder engine that produces 185 horsepower and 178 pound feet of torque, while the loaded models benefit from a 2.0-litre turbocharged inline four-cylinder good for 245 hp and 260 lb.-ft. of torque.

I spent some extended seat time in a turbo offering, and power delivery was very linear with almost no sign of turbo-lag. The transmission was very smooth, and the Sonata’s passenger cabin remained serene even while operating at highway speeds on relatively rough country roads. I suspect that both of these cars will help Hyundai attract a new slough of customers to its already impressive base of clientele.

This is important, as Hyundai has experienced tremendous growth over the last decade, having moved 58,000 units in 2004, and 139,000 in 2013. Sales have plateaued, intentionally, as the company is now faced with gearing up to sustain this level of growth without sacrificing the quality of the product or the loyalty of its customer base.

The Santa Fe and Tucson are capable of tackling tougher obstacles than most drivers will ever encounter.

The majority of the customers coming to the Hyundai brand as of late have been conquest customers. This means that these consumers have moved away from another brand and have been attracted to Hyundai by its ongoing success with regards to important markers such as customer satisfaction awards, reliability, and bang for the buck.

Hyundai can claim the highest level of customer loyalty in the automotive industry (58%), and currently has three models that sit atop their respective categories in the JD Power Customer Satisfaction Index- Accent, Elantra and Genesis. To capitalize on this success Hyundai plans to spend the next two or three years reworking their corporate image to give the brand a more premium identity in the marketplace.

What does this mean? At the dealership level, Hyundai wants to differentiate itself from its competition. This means that the dealership buildings will take on a more architecturally impressive look, featuring rich colours, expansive glass walls and bright, comfortable showrooms.

A little mud will not stop Hyundai’s very capable SUVs.

Hyundai has also created a special certification program designed to train all personnel at the dealer level, which will result in a much better level of customer service across the board. The sales experience will be decidedly low pressure, and much more enjoyable.

Another important step as Hyundai tries to expand into more segments is the creation of their own captive finance company. Hyundai Capital Canada will help the company gain a substantial share of the premium market as many buyers in this segment tend to lease vehicles for business use.

After spending a solid day behind the wheel of the various Hyundai vehicles I came away more impressed than ever with what this innovative company is capable of with regards to the design, construction and performance of automobiles and sport utility vehicles. Factor in an aggressive pricing structure and the company’s now legendary ability to build in levels of safety and reliability that are hard to match, and you know Hyundai will continue to emerge as a dominant player in the automotive marketplace.